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Ford (F) launches a new advertising campaign that omits the well-known blue oval logo from TV...

Ford (F) launches a new advertising campaign that omits the well-known blue oval logo from TV spots and doesn't mention the company by name. It's part of a strategy to ramp up interest in new models before preconceived notions about Ford taint consumer's views on the vehicles.
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Comments (16)
  • Tony Petroski
    , contributor
    Comments (6373) | Send Message
     
    Wow. They didn't teach us that in marketing class. Build your brand by not mentioning it in your ads. Will the ads feature "edgy" shaking camera shots and flashing lights to appeal to youth?
    15 May 2012, 07:42 AM Reply Like
  • davidingeorgia
    , contributor
    Comments (2713) | Send Message
     
    I'm guessing they still don't teach that in marketing class. So, Ford wants people to see their new models, but doesn't want them to know that they are Ford vehicles? Yeah, okay. Sounds as though more blind luck was involved in Ford not needing a government bailout than I had previously thought if this is best idea their brain trust can come up with to sell their cars.
    15 May 2012, 09:22 AM Reply Like
  • ihatethe405
    , contributor
    Comments (6) | Send Message
     
    The idea is some foolish marketing company's, not Ford's. The Ads already ran for about a month and then soon after the Ford logo was phased in. It was a way to get peoples attention for new products. They tested it with control groups first, the ads without the logo got more attention from people as they put aside their preconceived notions.
    16 May 2012, 07:17 PM Reply Like
  • Ed Rudy, WWW.EdRudy.com
    , contributor
    Comments (537) | Send Message
     
    Our granddaughter, beautiful, famed and talented commercial film producer SAMANTHA STORR, produced the newest FORD-LINCOLN national television offerings, for RADICAL MEDIA.
    The commercials will soon be ubiquitously released and promise to give a huge boost to FORD-LINCOLN national and international consumer acceptance and new vehicle sales! - Edie & Ed Rudy
    15 May 2012, 08:40 AM Reply Like
  • Ryandan
    , contributor
    Comments (1614) | Send Message
     
    Well that says it all about Ford right now................
    15 May 2012, 08:42 AM Reply Like
  • Tdot
    , contributor
    Comments (4048) | Send Message
     
    Apparently it is highly successful, according to the folks who study such things.

     

    http://bit.ly/JV7Kwa

     

    "A slightly surreal spot for Ford in which no brand name appears has apparently mesmerized a ton of viewers, who've propelled the 60-second ad to the top position this week on the Viral Video chart."

     

    "Only a Ford theme line, "Go Further," and an "EcoBoost" badge on a fender are flashed on screen in this rather slow dance around sheet-metal, the whole affair coming across as an extended take on the current trend in automotive video advertising to tease audiences."

     

    "It's the first time in Ford advertising history that none of the featured vehicles are branded, Ford said, and there is no voiceover mention of the brand. It has attracted 2.9 million views."

     

    "The "Go Further" theme, along with the aim of driving engagement to the gofurther.com site -- has been in the works for several months, and Ford said that the idea with this video, created by Ford's primary agency, Team Detroit, Dearborn, is to let the cars be the stars, with no distractions."

     

    "We're aiming these ads directly at the skeptics," said Jim Farley, Ford's group VP-marketing, sales and service, in a company blog. "These consumers have blinders up when they see a Ford logo, so we have to do something that's disruptive and unexpected from a car company if we expect to get noticed by them."

     

    "The "stars" in the ad include the unreleased 2013 Fusion Energi plug-in hybrid and the 2013 Escape, with its hands-free liftgate (BMW had it first), activated by lifting a foot under the vehicle's rear bumper."
    17 May 2012, 07:33 AM Reply Like
  • MemphisDon
    , contributor
    Comments (5) | Send Message
     
    what's wrong with the blue oval?
    15 May 2012, 08:47 AM Reply Like
  • Poor Texan
    , contributor
    Comments (3531) | Send Message
     
    The joke a couple of decades ago was that Ford stood for fix or repair daily. I don't feel that's the case anymore but perceptions die hard.
    15 May 2012, 10:20 AM Reply Like
  • wkokke
    , contributor
    Comment (1) | Send Message
     
    Ford commercials are normally very good, based on what I saw at the Detroit auto show in Jan. they would be well served not to hide the brand???? Remember the disaster that Infiniti had when they launched by not identifying the car. Be proud of who you are Ford!
    15 May 2012, 08:49 AM Reply Like
  • kirk otis
    , contributor
    Comments (290) | Send Message
     
    Nothing new in the approach, Hollywood uses the technique all the time to build excitement and interest. There are lots of buyers that see value and a product they can trust when they see the oval. They like the brand and buy as a result. There are also lots of buyers that are loyal to European and Asian brands and have no interest in Ford, and tune out based on the brand they never give the product consideration. This ad campaign is targeting that buyer. The ads are not changing the brand, it's simply reaching out to the consumer the sees the oval as a shield to tune out.

     

    When I see ford I do not think of a car that competes with BMW performance or Toyota quality, but I should. The product is there, the brand is not.
    15 May 2012, 09:55 AM Reply Like
  • Ahblain
    , contributor
    Comment (1) | Send Message
     
    Interesting! When I see anything Toyota right now, I think of the company that duped millions for decades into thinking that they produced a better car, then the curtain was pulled back and it was found that their real quality was just average and their management was less than truthful.

     

    Bad brand perceptions are hard to overcome. Ford has every right to try anything that will overcome old outdated issues. They have earned the right throughtheir current product quality to ask for new perceptions.
    18 May 2012, 03:53 PM Reply Like
  • jw4golf
    , contributor
    Comments (340) | Send Message
     
    movies aren"t real, tv commercials aren"t real, product is real, they certainly have an opportunity, but in my opinion need to develop something besides a box. true innovation would be nice, but in todays reality mileage. whistle and bells sell and low monthly lease payments.
    15 May 2012, 10:01 AM Reply Like
  • flumeride
    , contributor
    Comments (285) | Send Message
     
    I'll have to see the commercials to know if they are any good. If they do it right, this can work.
    15 May 2012, 11:50 AM Reply Like
  • Hoopono
    , contributor
    Comments (260) | Send Message
     
    I think Ford is on to something here. Decades of crappie cars coming from Detroit has turned off many of us to even taking a new look at the evidence of a changed reality. After years of preferring European cars over American cars I recently purchased a new Ford Focus. I have not enjoyed driving a car so much since I got rid of my '61 Porsche many years ago. Ford must realize that they have to get the American public to check them out. It may work!
    15 May 2012, 01:38 PM Reply Like
  • ronMan2011
    , contributor
    Comments (4) | Send Message
     
    Ford makes great cars. I have a 2003 Ford Escape with 125,000 miles on it. No major costs other than normal maintenance costs.
    15 May 2012, 03:13 PM Reply Like
  • joe kelly
    , contributor
    Comments (1778) | Send Message
     
    I sold Fords for 8 years. I never met a customer that gave a damn about the blue oval logo.
    16 May 2012, 03:45 PM Reply Like
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